AIGA Philadelphia :: Design for Social Impact
by Craig Schlanser, 1 Jun 2006
A graduate of West Chester University with a M.F.A., Craig Schlanser
has been a freelance graphic designer for a variety of Philadelphia-area
design studios since 2002. When he's not busy designing, drawing, reading,
and writing, he occasionally sleeps. Contact him at
craigschlanser@hotmail.com.
It's no secret that corporations spend buckets of money to transform
their brands into household names. Through advertising that encompasses
every media outlet imaginable, companies like Coke and Nike can easily
create enough noise to consistently grab the public's attention. In
complete contrast to this is the world of non-profits, where shoestring
marketing budgets typically generate little more than a squeak.
During the Philadelphia A.I.G.A.'s latest installment of the "New to You" lecture
series, Design for Social Impact, a local graphic
design studio specializing in marketing for non-profits, showcased their
work and discussed their method of competing for attention with mainstream advertisers.
Speaking before a few dozen designers and design students
at the Charter High School for Architecture and
Design (CHAD), Ennis Carter, founder of Design
for Social Impact, described how her background
working with non-profits paved the way for her
future in design. "When
you are an organizer, you learn to use your resources
efficiently and do everything you can to get the
word out. I suddenly found that I had a real love
for graphic design to go along with my love for activism."
While most people can only dream of being able to
make a career out of their combined passions, the
reality of working with non-profits comes with
its own set of headaches. For example, miniscule
budgets mean no fancy photo shoots and no flashy
production techniques. This is a challenge that
the team at Design for Social Impact is constantly
faced with, and consistently overcomes.
Another difficulty working with non-profits, is getting
them to understand the value of good design. While
this problem certainly applies to a broad range
of clients, in the non-profit sector this concern
takes on a whole new meaning. In the minds of some non-profits, good
design can come off as indulgent--not the impression most cash-strapped
organizations are looking to make. According to Ann Koivunen, one of
D.F.S.I.'s designers, "Our
clients sometimes don't
realize the strength of good design in helping
them communicate their message. We work hard to
convince them that good design doesn't have
to look slick, and that we're willing to create pieces that are accessible
as well as attractive."
The type
of compromises necessary when working with non-profits
entails can quickly send designers the other way.
And while the D.F.S.I. designers have their share
of gripes (just bring up designing in Microsoft
Word), they all agree that the ordinary people
that benefit from their work make it worthwhile.
Wrapping up the discussion, Ennis Carter reminded
the audience of one of D.S.F.I.'s key tenets: "Helping
People is more important than selling products." In a world completely
overrun with crass marketing messages, it's a relief
to come across a design studio that uses their
skills for the good of society.
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